Lynk & Co has officially launched in the UAE with a bold, large-scale lifestyle brand experience at the Dubai Autodrome, redefining the traditional automotive debut.
Moving beyond a conventional brand launch, the brand introduced itself through an immersive, performance-driven test-drive event that blended motorsport, design, and community to express Lynk & Co’s identity as a global new premium brand shaped by lifestyle experiences.
Who We Are – A New Kind of Automotive Brand
Founded in October 2016 as a global premium brand, committed to delivering high-value offerings by leveraging world-class design, technology, manufacturing, and sales capabilities, and focused on creating an entirely new ownership experience that is truly more than a car.
Rooted in European design, advanced technology, and a community-first mindset, the brand delivers high-quality, premium vehicles guided by its philosophy: Born Global, Open and Connected.
Globally, the brand has built a strong presence across Europe and Asia, and its arrival in the UAE signals a strategic expansion into the Middle East, one of the world’s most dynamic automotive markets.
Lynk & Co speaks to a new audience: urban, design conscious, digitally connected individuals who value experience as much as performance. The brand’s mission is clear—to make mobility more human, more sustainable, while creating products for youthful urbanites seeking a more personal and premium lifestyle expression.
The Event – Where Performance Met Lifestyle
The UAE launch event delivered an adrenaline-charged experience centered around performance, precision, and speed. Guests were invited onto a professional racing circuit to drive firsthand Lynk & Co vehicles in real driving conditions, transforming the launch into a hands-on brand experience.
A major highlight was the participation of Yann Ehrlacher—Lynk & Co Cyan Racing driver and multiple-time World Touring Car Champion, alongside two fellow racing champions. Together, they demonstrated the dynamic capabilities and motorsport DNA of the Lynk & Co 03+, reinforcing the brand’s strong racing pedigree and engineering credibility.
Set against the high-energy backdrop of the Dubai Autodrome, the event combined track action, curated lifestyle spaces, and immersive brand storytelling. It captured the essence of Lynk & Co as a brand built around experience rather than tradition, and defined by Personal, Open, and Connected values focused on community and belonging.
Design & Brand Philosophy – European Thinking, Global Impact
As part of the launch, Simon Lamarre, Head of Brand Experience Design, and Ola Ingvarsson, Chief Designer Brand, from the Lynk & Co European Design Center, presented the brand’s design philosophy and creative vision to a captivated crowd.
They emphasized how Lynk & Co harmonizes bold expression with functional simplicity, blending clean European design lines with Eastern philosophy to create a distinctive visual identity and user-centric interiors. The presentation showcased the brand’s exterior design language, material innovation, and interior ergonomics, while illustrating how global design thinking is carefully adapted to meet the expectations of regional markets such as the UAE.
For Lynk & Co, design goes beyond aesthetics; it is about creating vehicles that feel intuitive, personal, and seamlessly connected to everyday life, guided by its product philosophy of high aesthetic appeal, performance, safety standards, technology, and quality.
